Executive Outline of Social Media Analytics Book
This is the first in a series of guest posts from Marshall Sponder, author of Social Media Analytics (2011 McGraw Hill). Over the coming weeks Marshall will be sharing excerpts from his book and providing insights into influencer analysis, sentiment detection, and other key aspects of social media monitoring.
I’m pleased to say that my book is now on Amazon and will be available from September. To kick off this series I thought I ought to the outline of the book and then do another post about a specific aspect of the book, immediately after this one. So here’s the summary:
Executive Outline of Social Media Analytics
Preface – Marshall Sponder
Forward – Avinash Kaushik
Chapter 1 – Chapter 1 – The Conundrum of Social Media: Where’s the ROI?
Chapter 1 contains a brief history of social media based on coverage in WebMetricsGuru.com and the interviews contained in the manuscript. In addition I examine various arguments around Social Media ROI and the differences between self serve platforms such as Radian6, Sysomos and BrandWatch, and more customized offerings from Synthesio, Integrasco and Attentio. A look at Havana Central and my Ultraviolet Data paper with Compete.com is included. Engagement as a metric is examined as well.
Chapter 1 also contains a case study of Lithium and Vistaprint; Vistaprint achieves knowledge of total ROI on all online transactions using a combination of Lithium Social Media and in house Web Analytics and CRM platforms.
Chapter 2 – Targeting Your Customers: Using Data to Find Your Customer
Examines various ways to target audiences using a combination of audience profiling tools and Facebook; Chapter 2 includes a case study of Converseon and Telstra around HTC mobile phone usage in Australia and the use of Social Media Analytics to shape Social Media Strategy. There is also an in-depth look at viral video tracking.
Chapter 3 – Tracking International: Multicultural Social Media
Chapter 3 examines monitoring and measuring Social Media Internationally through various languages, dialects, slang and linguistic variations with a special focus on China. Chapter 3 briefly looks at the Smirnoff Nightlife Exchange brand campaign that ran late last year and asked fans to swap their nightlife with another city (14 international cities were in the campaign). An interview with Brandtology (possibly the very first) is presented that took place at the end of 2010 with Alvin Chan (CTO), Kelly Cho (Marketing and Emerging Technology) and Jay Vasudevan (a friend of the author and Regional Social Media Consultant for the Americas).
An introduction to the Case Study of Synthesio and Accor Hotel chain is also in Chapter 3 – the rest of the case study is presented in Chapter 11. The Synthesio case study is one of the most detailed in the book and provides nuts and bolts steps and methodologies, timelines, as well as problems encountered. The author (me) takes a stab at examining why translation services are not performing and excelling in Social Media Monitoring.
Chapter 4 – Online Social Intelligence: Extracting Signal from Noise
This chapter examines the issues of finding signal and separating out the noise in Social Media mentions. The chapter looks at “micro signals” and examines the Google – ITA acquisition, pondering if the semantic platform Needle and Needlebase were the real treasure. An interview with Chase McMichael, CTO of InfiniGraph is presented.
Chapter 5 – Friends, Fans, and Followers: Determining Their Worth
One of the most popular chapters of the book, I spend the entire chapter looking at ways content creators have valued their tweets, posts, facebook friends, facebook fans, followers, etc. A case study of Buzzdetector (an Italian Social Media Monitoring platform) and the Associazione Canili Lazio, a nonprofit organization for the fair treatment of dogs, is presented in this chapter. The Radian6 and Beachbody case study is also presented at the tail end of Chapter 5. The chapters end with a call for integration and prophesy that it will happen in 2012.
Chapter 6 – Influence: Finding It and Measuring It
This chapter is all about how influence is measured in Social Media and the prevailing platforms that offer influence modules, including Radian6, Sysomos, Alterian SM2, PeekYou, FollowerWonk, Klout, mPACT, TRAACKR, etc. Chris Brogan’s attempt to promote Stever Robbin’s book on 9 Steps to Work Less and Do More is examined using Sysomos. The author’s own ideas on how to measure influence are presented along with a profile (interview) with Gary Lee, CEO of mBLAST. Various additional offline signals that are collectable via crawlers are suggested as markers for influence and a summary of the field is presented. The author admits, a chapter on Influence could really be turned into a whole book in of itself, and anything said in this chapter will probably need to be updated before the ink dries, as the field of Influence Mapping is so dynamic and ever changing.
Chapter 7 – Scorecarding: Collecting and Understanding Social Media Data
Chapter 7 examines the basic thoughts on how to set up Scorecarding for Social Media Analytics – and is greatly contributed to by Gary Angel of Semphonic.com. The chapter examines various agency scorecards such as the Razorfish Fluent, and the DFI scorecard that I have written about at Webmetricsguru.com in the past. A list of questions to ask of clients and stakeholders was presented in this chapter as well, to make analytics implementation more meaningful and complete. A case study of Complex Media and InfiniGraph finishes off the chapter.
Chapter 8- Advanced Social Analytics: Implementation and Monitoring Scorecards
This chapter gets into the nuts and bolts of scorecard creation and draws on a Semphonic Case Study with 10 data scores that were eventually score carded into a series of executive dashboards. Suggestions on how to segment data are presented, maturity levels of clients, and several examples of advanced scorecards from Semphonic are presented in the remainder of the chapter, along with an interview (profile) of Gary Angel, CTO of Semphonic.
Chapter 9 – Going Beyond Monitoring: Content Creation and Content Tracking
Chapter 9 examines ways to track content that is created for Social media, and looks at ways to benefit from the intelligence gained from social analytics platforms (as a feedback loop). Along with the capabilities of several monitoring platforms in this respect, a case study of the University of Texas Anderson Cancer Center is presented from Alterian. The chapter ends by looking at some additional platforms on the horizon that are measuring the value of content such as Visual Revenue LLC, Adaptive Semantics (AOL Huffington Post) and InfiniGraph.
Chapter 10 – Monitoring Tools and Technologies: The Limits of what we can collect
Chapter 10 examines the differences between self serve and boutique listening platforms – it is the crux of the book and includes a platform case study with Brandwatch CEO Giles Palmer on how his platform was built from the bottom up. The chapter also looks at the limitations of keyword based queries and focuses on the limitations and scaling issues of self serve systems. The bulk of the Synthesio and Accor case study is also presented here.
Chapter 11 – Convergence: Mashing up data from disparate sources
Chapter 11 focuses on how to mash up data and presents an in-depth case study of Integrasco and Vodafone UK. We also look at Google Analytics, QR codes, etc. Two additional case studies are presented, of Econsultancy and LinkedIn and of Famecount – a UK based rating service for Twitter and Facebook.
Chapter 12 – Where we’re going: The Future of Social Media Analytics
The last chapter is devoted to the future of where Social Media Analytics is going - case studies of Behive Systems, a Hong Kong consultancy who worked with QR codes, and an interview with Bob Pearson, CTO of WCG end the chapter, along with some predictions from the author.